Image Politics in the Contest for the Regional Head Election of Gianyar Regency in the Reform Era

Authors

  • I Made Artayasa Universitas Ngurah Rai
  • Ni Wayan Anggreni Akademi Pariwisata Denpasar
  • I Kadek Dede Junaedy Universitas Ngurah Rai

DOI:

https://doi.org/10.54783/dialektika.v22i3.330

Keywords:

image politics, contestation, regional head elections

Abstract

Direct local elections, as a reform response, have driven regional head candidates in Gianyar Regency, Bali, to adopt various strategies to win the contest. The candidates use image politics by crafting cultural activities as part of their political art to build a positive image in all available spaces. The primary goal of these image-building efforts is to shape public opinion and gather support. This approach also serves as a means of communication, allowing candidates to address the aspirations of grassroots communities directly. This study employed qualitative research methods, starting with observation, document collection, online data searches, and in-depth interviews with informants. The research identified various forms of image politics used by regional head candidates in Gianyar during the reform era elections. These included community engagement activities like simakrama (gatherings with traditional communities), collective prayers at temples and subak (irrigation associations), free medical services, fishing events, and blood donation drives. These efforts aimed to build a positive public image and connect with voters directly.

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Published

14-12-2024

How to Cite

I Made Artayasa, Ni Wayan Anggreni, & I Kadek Dede Junaedy. (2024). Image Politics in the Contest for the Regional Head Election of Gianyar Regency in the Reform Era. Jurnal Dialektika: Jurnal Ilmu Sosial, 22(3), 144–151. https://doi.org/10.54783/dialektika.v22i3.330